As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Lancôme's female-focused talk show showcases Chinese women's passion for football. As people seek representation and engage with those that identify their values, brands must demonstrate a comprehensive understanding of their target audience and swiftly respond to changing preferences.

For some, just the thought of navigating their healthcare benefits is enough to trigger a headache but the HealthJoy app is working to make the process easier. Driven by chatbot technology, the brand is revolutionizing the way employees access and understand their healthcare cover.

In China, KFC has joined forces with actor Zhu Yilong to release a documentary showcasing the splendour of the nation’s waterfalls. With people across the country finding a new sense of pride in their heritage, they are engaging with brands that help them explore and understand home-grown culture.